The Research Of Communication Methods And Application In Furniture Brand

The establishment of this subject is to find a correct brand communication manner and blazed a path for furniture enterprise.This topic using Scientific Literature Analysis, Digital CARDS, Theoretical Analysis,Correlation Analysis,Variance analysis,Brain Storming and Practice Demonstrates.The conclusions of the topic are drawing:(I) Chinese furniture brand needs further expand horizons and thinking, from focusing on product appearance into non-material level,such as high quality,good service,culture,art and so on.(II) The basic elements of local brand communication-logotypes, colors, fonts, brand manifesto, image spokesperson and website construction all have different confusion, brand recognition is not obvious, Chinese furniture brands need generally growing up.(III) Mature brand communication cases are always recognize different consumer segments, pays attention to the story of the consumer lifestyle, deduce with different symbolic images, let the brand communicates more related purposes.(â…£) Brand Communication has three steps:"Brand Value Refining", "Lifestyle Refining" and "Brand Communication Design".Three steps of respectively have the following conclusions:a.The way of Brand value refining is that quantitative the brand essence.b. Lifestyle refining is in essence (brand value based on keywords) by looking for different lifestyle,representative brand communication form of guarantee unified, meanwhile seek moderate, identifiable differentiating, finally group the different communication forms together, response the most widely goal client diversified lifestyle as far as possible.c. Brand communication means using the basic elements,selling point design.Each enterprise can control and select different format according to their own budget and the actual situation.